Metadata

How your information appears on a search engine results page is extremely important both for ranking and usability. There are a number of things you can be doing to ensure that the copy that appears on the search engine results page is optimised.

Title tags

Ensuring that your title tags (the name of the section in T4) contains keywords appropriate to the content on your page is imperative as this is one of the high ranking factors for a search engine.

T4 automatically adds ‘University of Huddersfield’ at the end of any title tag which helps with optimisation of the page and the ideal length for a title tag should be around 70 characters including the brand name.

Meta description

Another key element that impacts more on usability than SEO is the meta description. This is the two lines of text that appears in the search engine results page that describes what you will get if you click on the link. This is your chance to really sell the page and including keywords will ensure that these appear in bold when displayed.

Meta keywords

Keyword and phrase research should underpin any SEO work so it is important that you carry out keyword research before you start to write your copy, title tags and meta description. It is important that you build in the keywords and phrases you have idenitfied into all of these areas. You can find out more about keywords and phrases in our webmaster guidelines and also more about carrying out keyword/phrase research through the SEO presentation in Brand Manager.